Lead Management - Scoring And Grading Flashcards
What is lead qualification?
Lead qualification blends two measurement indexes — scoring and grading — to create a full picture of a prospect’s interest and suitability.
What is scoring?
Score measures implicit interest in your product by assigning a points value to activities, such as opening an email, attending a webinar, and submitting a form.
What is grading?
Grade measures explicit information provided by the prospect, such as job title, location, and company size.
When does a score get assigned to a lead?
When a visitor becomes a lead
In pardot, what does a prospect’s score measure?
activities taken by the prospects across their internet browsers
Does pardot have a default scoring model?
Yes. Pardot assigns default values to prospect-initiated activities.
Can you modify Pardot’s scoring system?
Yes you can modify Pardot’s default scoring rules to suit your business needs.
How can you modify Pardot’s scoring system?
Via automations tools, depending on the type of interaction or activity.
What automation tools can you modify Pardot’s scoring system with?
Automation rules Completion actions page actions Modifying Scores During Imports Changing a Prospect’s Score Manually
can you Resetting Your Prospects’ Scores to Zero?
Yes. Adjusting for score decay is just as important as earning points.
why would you Resetting Your Prospects’ Scores to Zero?
Score decay refers to reducing a prospect’s score for inactivity. You can either reset all prospects’ scores in your account back to zero, or just a selected few.
what is scoring categories?
Scoring Categories allow you to score prospects on more than one product, service or business unit.
what are two ways a prospect engagement/activity can add points to a prospect’s score
- Score applied by the baseline/global scoring model (and scoring categories) at the whole Pardot account level,
- Completion actions, automation rules, Engagement Studio actions, which are one-off actions you set up to emphasize the importance of a specific campaign.
How are scoring categories viewed?
You still have an overall prospect score, but scoring categories offer additional scores based on which assets your prospects are engaging with - score insights
how to set up scoring categories?
you need to assign a scoring category to a folder and include all assets in the folders. to capture
Can you view scoring categories in salesforce?
Yes. You can add Pardot scoring categories to lead and contact page layouts in Salesforce
Can you report on scoring categories in salesforce?
To generate scoring category reports in Salesforce, create a custom report type and select Pardot Scoring Categories as the related object.
when does The scoring category update to salesforce?
The scoring category updates the sync with Salesforce approximately every 15 minutes.
Can you modify scoring categories on lead records?
no You can’t manually modify scoring categories on lead records.
how do scoring categories relate to prospect score?
scoring categories record additional scores based on the assets your prospects access
what is a pardot grade?
a letter grade is assigned based on a prospects profile
Grades are based on?
Grades are based on explicit factors and information prospects supply about themselves.
In pardot’s default profile what are the 5 criteria measured against prospects?
Company size Industry Location Job title Department
Can you edit pardot’s default profile?
Yes. But you can’t delete it
how can you assign a prospect to a profile?
- Manual modification of a lead and selection of a profile from the profile dropdown list.
- Using the Set Profile completion action on your forms and form handlers.
- Using an automation rule triggered by an event. For example, assign a profile when the prospect enters a specific job title or department on a form.
- Adding the profile JavaScript code to the page. Click your Pardot profile name, then click the link to view the JavaScript code. Add the code to your about function page piTracker(). The code sets the profile for a visitor that is not already associated with another profile. When the visitor becomes a potential customer, they are associated with the profile.
After you assign a lead to a profile, how do you match leads to criteria?
- You can match criteria manually on the Profile tab of a lead record. To match the criteria, click the thumbs up icon. To make no match, click the thumbs down icon.
- Use automation rules to set the criteria to match or not match. Create an automation rule for each criteria in the profile.
Can you create an automation rule to assign a lead to a profile and match criteria?
No. Do not use a single automation rule to assign a profile and match the criteria. The profile rule might not apply the changes in time for the rule to fire for the criteria change. Use separate automation rules.
why would you create a custom profile in pardot?
to grade a specific subset of your prospect database based on unique criteria
a threshold for lead qualification requires you to identify:
the minimum score and grade a prospect must have
what purpose does setting a lead lead qualification threshold serve?
it establishes a benchmark for judging prospects as a good fit.
What are custom redirects?
Custom redirects allow you to track any link on your website or a third party site ( like a link on your twitter page, a banner ad on third party site)
How would custom redirects show on a prospects profile?
It would show on a prospects activity
When do custom redirects occur?
Immediately after the prospect has clicked on the custom redirect.
If a prospect clicks on a custom redirect after filling out a form, will the prospect’s assigned Pardot campaign change?
Yes, but only if the Pardot completion action for the custom redirect is set to change the campaign.
You are creating a new series of pay per click ads and want to track where a prospect originates when they arrive at your website. How would you set this up?
Create a custom redirect for each pay per ad click and and select a Pardot campaign for each custom redirect
You want to create a Salesforce task when a prospect submits a form and has a grade greater than B. How do you set this up?
Use an automation rule
You have a custom redirect setup for one of your Facebook ads. You want to view how many unique clicks the redirect has. Where do you view this information?
Custom redirect statistics table in the custom redirects tab
Custom redirect statistics table within the content report
In Pardot, what does a prospect’s score measure?
Implicit interest in a product
Which marketing assets can you apply completion actions to?
PDF files
Javascript files
How can you edit or override the baseline scoring model?
By going to pardot settings - automation settings - scoring
By adding an adjust score completion action
Which of the following prospect activities can increase or decrease a prospects score?
Custom redirect clinks
Email opens
Landing page error
Changes to the baseline scoring model are applied:
Retroactively- changes will be made for all prospects based on their past activities
